To instigate a power frame collision, use a mildly shocking but not unfriendly act to cause it. Use defiance and light humor. This captures attention… - Oren Klaff

The two parts of the attention cocktail are novelty and tension, which in a pitch work together in a feedback loop for about 20 minutes until — no matter what you do or how hard you try — they get out of balance and then stop working altogether.

When you are responding ineffectively to things the other person is saying and doing, that person owns the frame, and you are being frame-controlled.

Your pitch is first going to register in the target’s croc brain. And as we discussed in Chapter 1, the croc brain would like to ignore you. But if you are dynamic enough — giving new and novel information — you will capture the croc’s attention. Once that happens, the croc is going to have one of two primal reactions: • Curiosity and desire, or • Fear and dislike.